Digital Strategy in the Real World

Saren Sakurai

@saren

Client Services and Strategy

Consumers are using digital for

Utility

Entertainment

Information

Tactical Landscape

Social Media’s Conversation

Prism

How is Digital Different?

ConnectionsSharing

One-to-One

Your Brand

What Works?

Listening for InsightsConnecting with PeopleEnabling InfluencersMeasurement and Optimization

What Doesn’t Work?

The Hard SellCovering Up Bad PRRepurposing Offline

Validating Pre-concieved Notions

What are the 3 most important metrics?

Where is the traffic coming from? (Referrals)

What are people doing once they arrive? (Behavior)

What do they share? (Socialize)

Organizational Implications:

Commit.

It’s a Team Effort.

Be consistent, integrated.

Be Transparent, Authentic, and Responsive.

Budgeting for Digital

70/20/10

http://www.smartinsights.com/blog/digital-marketing-strategy/allocating-marketing-budget/

5 Next Steps

Claim your brand name on popular social networks.

Listen

Get a MailChimp email list account

Set up Google Adwords and Analytics account.

Start a company blog.